THE KESATRIA 1Malaysia programme initiated by the Malaysia Convention & Exhibition Bureau (MyCEB) in January has identified 14 new business event leads, which together are expected to attract 30,000 international delegates and RM351 million (US$122 million) in tourism revenue for the country.

The programme aims to spur leaders of key industry sectors, who had previously hosted large-scale international events in Malaysia, to voluntarily assist in identifying and encouraging other potential hosts to bid for and stage international conventions in Malaysia.

With the assistance of its appointed Kesatrias, or knights in Bahasa Malaysia, MyCEB has also organised a series of presentations at universities and research institutions to guide potential hosts on how to bid for and stage international congresses. The presentations provide case studies on the benefits a local host stands to gain from organising a global congress, as well as outlines support services offered by MyCEB.

MyCEB CEO, Zulkefli Sharif, said: “Having Kesatrias present the case studies will offer so much more inspiration to potential local hosts.”

There are currently 17 appointed Kesatrias, and according to Zulkefli, the bureau is in the process of growing the pool to represent all key economic growth sectors including agriculture, business services and education.